CRM Chapter 3 Data-Driven CRM vs. Process- Driven CRM

Data Driven CRM  Viewing and using data  Accounts, addresses, fulfillment requests, customer transaction histories  The 360 degree view of customer  All customer data in one screen for efficient use

Data-driven (continue)  Data warehouse  Collection of data and ability to access data from one central hub  Data Analysis  Ability to easily query data and analyze for building CRM projects and marketing campaigns

Data-driven Challenges  Unrealistic expectations  Software and web sites don’t generate loyalty  Consistent, positive experiences over the long term builds loyalty  Access to data did not guarantee efficient and effective processing of orders and management of customer relationships

Process-driven CRM  CRM Business process:  Must have internal or external customers or both  Must be cross-organizational, meaning workflow occurs between units

Macro CRM Business Processes  Sales  Call to order – 1 st customer call to point where order is placed  Opportunity routing – Who manages customer experience?  Support  Request to resolution – response to customer issue  Install to maintain – How quickly is the product up and running

Macro Processes (cont.)  Marketing  Marketing plan development – Departments, people and processes involved in the marketing plan  Campaign response to lead capture – how to respond to a potential lead through appropriate lead routing and marketing response

CRM Process - Micro  Detailed lack at one piece of the CRM Process (eg. Order call to product delivery and installation)

Software vendors  Much of the focus on CRM since 2002 has been with software that manages CRM processes  Sales processes  Customer services processes  Workflows

Factors in customer experience  Total Customer Experience  External marketplace  Company’s brand image  The ways your company touches customers  Customers experience is the result of matching experience to expectations